Lamborghini opens first dealership with new corporate identity in Bristol

Lamborghini Bristol has become the first showroom in the world to receive the brand’s new corporate identity.

The dealership opened officially on 22nd September and takes the number of Lamborghini outlets in the UK to eight.

Lamborghini is an adapting brand that has traditionally only made supercars with not too much consideration for practicality. The business is now in the late stages of developing its performance SUV, with which it aims to offer a car for everyday use.

Lamborghini commercial director Federico Foschini, who attended the Bristol branch’s launch event, explained: “We decided a couple of years ago that now was the time to change to create an identity that was easier to involve people in the Lamborghini brand. We’re moving to a purer, more cutting-edge and visionary design.

“This is something we’d like to have in order to involve as many people as possible around Lamborghini. Not only customers, but fans and other people who are interested.

“In terms of model evolution, we’ll have the SUV in 2018. In terms of body type it’s a car that should appeal to a larger customer base, it’s a car that’s not only beautiful but a car for daily use, a car that gives you a lot of emotion but can be used with a family or for a daily job. With this, we really want to enlarge our customer base.”

The look of Lamborghini’s retail outlets now has a softer and more welcoming appeal. Designers have still included the angular lines, reflected from the cars’ striking design, but moved away from the bright colours of old and used natural materials such as stone and suede.

“Lamborghini itself is very exclusive, but the brand should reach as many people as possible,” Foschini added. “We want to have children and young people inside the showroom, we want them to have fun. It’s about having a brand that’s more inclusive and inviting.”

Lamborghini Bristol, owned by Rybrook Cars, was chosen as the first to receive this new-look, partly because of timing, as one of the latest dealerships to open, but also because of the importance of the UK market to the supercar brand.